| Author: | Lee, Jeannie Cho |
| Title: | Exploring fine wine consumer-brand relationships and the impact of perceived counterfeit proliferation |
| Advisors: | Song, Haiyan (SHTM) Chon, Kaye (SHTM) |
| Degree: | Ph.D. |
| Year: | 2022 |
| Subject: | Wine industry -- China Branding (Marketing) Consumers' preferences Hong Kong Polytechnic University -- Dissertations |
| Department: | School of Hotel and Tourism Management |
| Pages: | ii, xii, 410 pages : color illustrations |
| Language: | English |
| Abstract: | Purpose: The purpose of this thesis is to explore consumer-brand relationships (CBR) with wine and the impact that perceived counterfeit proliferation (PCP) has on this relationship. Inspired by CBR research by Fournier (1998) and Hinde (1995), this research examines the process, dimensions and quality construct of CBR with wine focusing on a difficult-to-access, premiere segment of the Chinese consumer market. The impact of rising deceptive counterfeits, a growing concern in Asia, is examined within the framework of Chinese wine consumers' relationships with wine brands. Design/Methodology: A qualitative research study using Charmaz' constructivist grounded theory approach was employed involving 32 intensive, in-depth interviews with Chinese wine consumers based in Hong Kong SAR and mainland China. Interviews followed the constructivist grounded theory method of theoretical sampling, constant iterative process of data analysis using NVivo 12 Pro software, focused coding and category/theory development until saturation was achieved. Findings: The results showed that both producer and wine place brands can be considered legitimate brand relationship partners, and a clear brand relationship evolution process was identified from the data. This CBR process that starts with initiation, then exploration, expansion, commitment, disengagement and re-engagement is a key framework to emerge from the data. The relationship process revealed the brand relationship dimensions, its relationship forms and quality with both producer and place brands. In addition, several key insights emerged from understanding this process: 1) As consumers moved toward greater commitment, the socio-emotional dimension became stronger, 2) forming greater self-connection and finding their relationships with wine brands evolving from purely utilitarian forms toward more expressive, socio-emotional forms; 3) during that brand relationship evolution, behaviour changed from consumer buying to collecting behaviour. Another key framework that emerged from the data is the identification of a triadic rather than dyadic relationship structure that includes the consumer, brand and social group. Overall, the findings suggest that CBR is largely unaffected by PCP and other challenges to the relationship. One of the main reasons for this strong loyalty and commitment is the socio-cultural dimension and the collecting behaviour and mindset. The socio-cultural dimension includes layers such as collectivist orientation, interdependence, face culture, and social groups such as consumer tribes and brand communities. Within this research, social groups were found to not only influence CBR but shape and define it throughout the relationship. The collecting behaviour identified involves intense commitment and loyalty to the brand, which may also partially explain the minimal impact of PCP and other challenges such as COVID-19 on the consumer-brand relationship. Originality/value: This study presents an important first step towards understanding the character and quality of Chinese consumer-brand relationships with wine. The results may be specific to Chinese fine wine consumers but the framework for understanding CBR, its process and unique characteristics may be applicable in other related consumer goods or luxury markets, for different consumer involvement levels and cultures, and varying price points. In addition, the insights on the role of the sociocultural dimension as part of a triadic relationship structure for CBR contributes to brand relationship research, consumer behaviour, luxury brand marketing and wine branding fields. Practical implications: Wine brand managers, importers, distributors and general wine trade can all benefit from understanding the CBR process for wine for Chinese consumers. These insights can provide guidance on how to position, market and communicate at various levels: with consumers, consumer tribes and brand communities. For luxury brand managers, the research findings which highlight the collectivist orientation and collector behaviour of Chinese consumers, can assist in effectively marketing, communicating and navigating a challenging and quickly-growing luxury market. |
| Rights: | All rights reserved |
| Access: | open access |
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